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Nytol ‘Joan’

Agency: Grey London

Client: Nytol

GSK has launched a new £1.3 million campaign for Nytol, the market leading over the counter (OTC) sleep aid.

Created by Grey London and in partnership with Aardman, the multi-award-winning animations studio behind productions including ‘Chicken Run’, ‘Creature Comforts’ and ‘Wallace & Gromit’, the new campaign marks a completely new creative direction for the brand.

It will be screened, nationally, through to the end of October on terrestrial and satellite stations.

Some 27 per cent of adults have significant sleep difficulties. Grey London was tasked with creating a campaign that deals with people’s concerns about taking sleep aids and to encourage new users into the category.

The creative solution is a 30 second Claymation ad that uses Aardman’s distinctive humour and features Joan – a woman who is exhausted through lack of sleep – who, on the advice of a friend discovers Nytol, which helps her to drift off into a natural sleep.

It ends with a boisterous family scene – as Joan wakes refreshed and ready to go – and the familiar strap line ‘Good mornings follow a good Nytol’.

Marketing Manager for Nytol, GSK, Chantal Busson, said, “We are very proud of the work and believe that Nytol now has clear stand out from the rest of the market competition.”

The TV spot will be reinforced with a national press campaign running in 19 women’s interest titles including Prima, Marie-Claire, OK and Hello until the end of October along with point of sale activity.

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